Communicating School Finances: Practical Guides for School Business and Communications Teams

Part 2: Budget Season Kickoff and Communication Planning Guide

NSPRA members, click below to download the full Budget Season Kickoff and Communication Planning guide.

NSPRA members only.

Effective budget communication begins with strong alignment between finance and communications teams. Early collaboration supports a clear and coordinated approach to sharing information, ensuring that key messages are accurate, consistent and accessible.

Communicating about the budget extends beyond presenting numbers. It requires a clear, transparent narrative that helps stakeholders understand priorities, challenges and decisions, while building trust within the community. Establishing this foundation at the outset of budget season supports more consistent messaging and more effective engagement throughout the process.

BUDGET COMMUNICATION PLANNING FRAMEWORK

Step 1: Clarify your main message.

• Identify the key points the public needs to understand about the budget this year.
• Highlight major changes, challenges, and priorities to communicate clearly.

Step 2: Begin communication planning.

• Consider who could be impacted by the budget when defining your target audiences (e.g., parents, staff, taxpayers, media).
• Decide what channels and formats will best reach each audience (e.g., social media, newsletters, public meetings).
• Develop key messages tailored to each audience that align with your overall budget story.

Step 3: Define roles and support needs.

• Discuss what the business team and the communications team need from each other to succeed.
• Clarify responsibilities in the communication process to avoid duplication or gaps.

Step 4: Review past communications.

• Analyze last year’s budget messaging and public response.
• Identify strengths to build on and areas for improvement in clarity or engagement.

Step 5: Develop shared resources.

• Create a shared FAQ to anticipate and answer common questions.
• Gather stories, data points, visuals, and examples that make the budget meaningful and relatable.

Step 6: Plan implementation and follow up.

• Schedule regular check-ins and updates between teams throughout budget season.
• Assign clear action items, timelines, and responsibilities to keep communications on track.
• Build in opportunities for evaluation and adjustment based on community feedback.

TIPS FOR SENSITIVE BUDGET COMMUNICATIONS

NSPRA members only.